مدیریت ارتباط با مشتریان راهبردی نظام مند برای استقرار دانشگاه خدمت محور
الموضوعات :
صغری افکانه
1
(گروه علوم تربیتی ،دانشکده علوم تربیتی و مشاوره ، دانشگاه آزاد اسلامی ، رودهن ، ایران)
پریوش جعفری
2
(دانشیار)
الکلمات المفتاحية: مدیریت ارتباط با مشتریان, دانشگاه خدمت محور, تسهیل کننده های اثربخش خدمت,
ملخص المقالة :
هدف اصلی این پژوهش شناسایی و تعیین مولفه های مدیریت ارتباط با مشتریان در دانشگاهها و مراکز آموزش عالی به منظور ارائه یک مدل مفهومی برای ارائه خدمت و توسعه مبانی نظری آن می باشد . این پژوهش ازنوع پژوهش های کاربردی و روش بکار گرفته شده در آن پیمایشی است ؛ جامعه پژوهش شامل دانشجویان دوره دکتری و اعضای هیات علمی دانشگاههای آزاد اسلامی شهر تهران بوده که از میان آنها 500 نفر از طریق فرمول حجم نمونه منطبق با متغیرهای کمی محاسبه گردید و نمونه ها از طریق روش نمونه گیری تصادفی خوشه ای –طبقه ای انتخاب شدند .ابزار این پژوهش پرسشنامه محقق ساخته ای مشتمل بر 63 گویه بوده و روش تحلیل داده ها با استفاده تکنیک معادلات ساختاری و تحلیل عامل انجام شده است .نتایج و یافته های این پژوهش نشان داد که مقوله ها ی اساسی این پژوهش یعنی تکریم و حفظ حریم مشتریان، ایجاد همدلی و اعتماد به مشتریان ، تسهیل کننده های اثربخش خدمت در وضعیت مطلوبی (نمره 4.6 از میانگین 3) قرار داشته و دیدگاه جامعه آماری این است که برای استقرار خدمت محوری و رسیدن به شرایط مطلوب ،مقوله های مورد اشاره می توانند به عنوان یک مدل مفهومی در ترسیم مدیریت ارتباط با مشتریان (CRM) ، در دانشگاه ها نهادینه شوند.
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